What Is Clean Beauty?
A Closer Look with Sage Stone Botanicals
In an industry filled with new terms, evolving standards, and endless product claims, “Clean Beauty" has become one of the most buzzworthy terms in skincare. Yet for most consumers, the meaning behind the phrase is somewhat vague.
Does clean beauty mean a product is organic? Or does it mean it's nontoxic?
Does clean beauty mean that something was ethically sourced?
And if something is labeled as "clean", does that mean it's good for your skin and the planet?
Or does it mean the same thing as "all natural"? And what does that even mean?
In this post, we’ll answer all of these questions and separate fact from fiction so you can make the best choice for your skincare needs.
Where the Term Came From
The term “Clean Beauty” didn't come from any one source and isn't rooted in science. Still, it can be traced back to the early 2000s as a cultural shift was underway in which consumers started to become more mindful of the ingredients they were putting on their skin and the impact it had on the planet. They began asking more questions about what was in their skincare, cosmetics, and personal-care products.
As the term gained traction in the marketplace, “Clean Beauty” became synonymous with independent brands and natural retailers that carried personal care products that were ethically sourced, free of certain synthetic ingredients, and sustainable for the planet.
Because the term is unregulated, several mainstream brands jumped on the “Clean Beauty” wagon and began embracing it as a marketing hook. By the 2010s, the term had become popular among social media influencers and major retailers, but its ambiguous nature meant every retailer set its own definition of "clean."
What Clean Beauty Means Now
Fast forward to today and clean beauty is still a subjective term. The core idea remains the same: choosing ingredients with intention and avoiding those that raise consumer concern. Although different brands interpret the concept in their own ways, most agree on a few core principles:
1. Transparent Ingredients
For a product to be considered "clean", its label should include a complete list of ingredients that consumers can understand and research. If the ingredient list is unclear or contains vague descriptions and hidden components, chances are it is not a “Clean Beauty” product. Brands that truly follow clean beauty practices will openly disclose every single ingredient, including fragrances and preservatives that are sometimes left out or grouped together on traditional labels.
2. Being Selective About What Goes Into Your Products
Every ingredient should have a reason for being included. Rather than building products around fillers or unnecessary synthetics, “Clean Beauty focuses on naturally derived ingredients chosen for their benefits, function, and safety. “Clean Beauty” typically avoids or limits ingredients that some consumers find concerning. These often include:
Certain parabens
Phthalates
Sulfates (like SLS and SLES)
Formaldehyde-releasing preservatives
Chemical sunscreens such as oxybenzone
3. A Responsible Approach to Sourcing and Production
Many “Clean Beauty” brands also prioritize ethical sourcing, responsible manufacturing, and reduced environmental impact. It is an approach that considers a product's life from beginning to end. Many “Clean Beauty” brands also emphasize:
Cruelty-free testing
Sustainable packaging
Responsibly sourced ingredients
Lower environmental impact
4. A Practical Approach to Product Safety
“Clean Beauty” does not mean "chemical-free." Everything, natural or not, is made of chemicals. Instead, the focus is on using well-studied, widely considered low-risk ingredients, avoiding those that raise common concerns, and formulating with care.
Alyson has always seen the value in using products that have a clean beauty focused formula. She comments, “As someone with extremely dry but also sensitive skin, it’s so important to find products that work for you. I find the more chemicals and additives a product has, the more likely my skin will react. Plus, as an environmentalist and lover of animals, keeping our beauty products safe for the environment and all the living things on our planet is essential.”
How Clean Beauty Aligns with Sage Stone Botanicals
“Clean Beauty” is not a trend at Sage Stone Botanicals. It is our philosophy that has guided what we put into our products from the beginning. Sage Stone Botanicals founder, Alyson Florendo, is deeply committed to protecting natural resources.
Alyson passionately states, “Our biggest commitment to ensuring our products support a clean beauty mission, is our Leaping Bunny Certification. This certification is renewed every year. They require us to disclose every vendor we use for every ingredient to ensure none of those companies test their products on animals. All of our products are completely biodegradable and safe for the environment and animals. And they are great on your skin!”
That's why every Sage Stone Botanicals product is designed with sustainability in mind, using organic, non-toxic ingredients that break down after use. We avoid unnecessary additives and excessive processing, opting instead for ingredients that maintain their natural character and deliver meaningful benefits.
Our products are, and always have been, sulfate-free, paraben-free, and free of artificial dyes and synthetic fragrances. Each product is crafted with plant-based ingredients chosen for their specific skin benefits, such as jojoba oil, rose hip seed oil, coconut oil, shea butter, aloe vera, sunflower oil, almond oil, avocado oil, and others.
Our commitment to small-batch craftsmanship ensures careful attention to every formula, from creation to bottling. The result is a collection of products that honor nature's wisdom while meeting today's expectations for clarity and responsible production. Let's look at a few of our favorites:
Hand & Heel Creme: Rich, creamy, and naturally hydrating, this formula is a welcome boost for dry or cracked skin. Thanks to our signature blend of nourishing plant oils and butters, it sinks in quickly and leaves nothing behind, making it an easy choice for bedtime recovery or everyday care.
Body Lotion: A gentle blend of naturally derived oils and butters that fits beautifully into a clean beauty routine. It offers the same rich nourishment you'd expect from our Hand & Heel Creme, yet feels light enough to use from head to toe, leaving your skin soft, smooth, and comfortably hydrated.
Lip Balm: This shea butter lip balm is a simple, clean beauty favorite that keeps lips soft and hydrated. Made without harsh chemicals or additives, it has a light, natural scent and works beautifully for everyday use, leaving your lips smooth, comfortable, and well cared for.
OiLixer: This multi-tasking oil brings together the best of nature and science, using effective ingredients that are simple and clean. Rosehip seed oil keeps the formula lightweight and dry to the touch, while Jojoba oil and Vitamin E hydrate and nourish your skin. Botanical oils offer natural antioxidants that help soothe, protect, and support a healthy skin barrier.
Hand & Body Wash: A refreshing alternative to harsh soaps loaded with synthetic chemicals that can dry out your skin and wash into the environment. Made with only three moisturizing oils: organic sunflower, coconut, and jojoba oils, it cleanses gently while providing natural antibacterial benefits and deep, nourishing moisture.
Citronella Bug Repellent Body Lotion: Formulated with citronella essential oil and nourishing organic ingredients, this product naturally repels bugs and offers a gentle alternative to conventional bug repellent sprays that contain harsh synthetic ingredients and DEET. It is safe for both adults and children, making it an easy, family-friendly choice for cleaner outdoor protection.
In a world full of "natural" marketing claims, it's hard to truly know what skincare products are the real deal. At Sage Stone Botanicals, our goal is to help you care for your body in a way that also supports the planet. Our formulas are crafted in small batches right here in Oregon, tested for safety and effectiveness (never on animals), and made with the same care we'd want for our own families.
Next time you're choosing a soap, lotion, or body wash, ask yourself: Does this support my skin's health? Is it kind to the environment?
When it comes to protecting the planet through our skincare selections, Alyson chimes in with, “If we all make just a little effort in our own lives, we can change the course of the destruction of our planet. We may feel small as just one person, but collectively we can make a difference.”
Explore our complete line of clean beauty skincare and find your natural glow. No toxins. No fillers. Just simple, botanical ingredients that work.
